What is retail advertising?

Advertising is ‘paid, non-personal communication through various media by business forms, nonprofit organizations, and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audience includes communication of products, service, institutional and ideas’.

Retail advertising is the mechanism by which the store reaches out to communicate, inform and influence people in their own environment.

Unlike general advertising retail advertising does not undertake regular advertising activities. It may be done occasionally to meet certain specific requirements. It mostly aims to increase sales.

The advertising message is prepared from time to time to advertise a specific product. Retail advertising’s function is primary to inform potential buyers of the availability and price of a retailer’s offering with the objective of developing consumer preferences for a particular retailer.

Retailers most commonly use the following advertising medial internet, newspaper, radio, television and printed circulars. An interesting dimension of retail advertising is that it is a way a store presents what a consumer can expect at the store.
What is retail advertising?